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LUXBRAND STANDARDS

Table of Contents

2 Company Introduction

3 Why Have Brand Identity guidelines

4 Mission / Vision / Values

General

5 Logo Origin

6 Logo Clearspace

7 Division Logo Clearspace 8 Minimum Size

9 Logo Color

Logo & Logo Usage

10 Don’t

11 Do

12 Additive Imagery

Rules of Usage

13 Typography

System Typography

14 Letterhead Print Specs.

15 Letterhead Specs. Cont.

16 Business Card Print Specs. 17 #10 Envelope Print Specs.

18 Envelope Specs. Cont.

Brand Identity Package

19 Stationery Set I

20 Stationery Set II

21 Business Cards 22 Office Materials

23 Website-Primary

Touchpoints

24 Website-Secondary

25 Website-Triary

26 Advertising 27 Product Packaging

28 Camera Body (recto view)

29 Camera Body (verso view)

30 Exterior Corporate Signage

31 Interior Corporate Signage 32 Freight

33 Credits

Company Information 2

Lux develops, manufactures and markets a growing lineup of copying machines,

printers, cameras, industrial and health care products. Through these products, the

Company meets growing customer needs that are becoming increasingly diversified

and sophisticated. Today, the Lux brand is recognized and trusted throughout the

world. Lux launched its Excellent Global Corporation Plan with the aim of becoming

a company worthy of admiration and respect world-wide.

Why have brand identity guidelines? 3

The purpose of this document is to establish consistent communications that build

Lux’s reputation in the many communities we serve. Adherence to these guidelines

will aid us in creating materials that speak to our audiences while maintaining one,

unified voice. Questions should be directed by email to the Lux Corporate Office at

marketing@lux.com.

Mission / Vision / Values 4

Lux seeks to grow and prosper over the next 100, or even 200 years, and is committed

to becoming a truly excellent global company who’s admired and respected by the

world. Lux will continue using its technologies to benefit people as it pursues its

objective of becoming a company that is loved by people throughout the world.

Lux has six key strategies as its guide:

> Achieving the overwhelming #1 position in all core businesses and

expanding related and peripheral businesses.

> Developing new business through globalization, diversification, and the

establishment of a “Three Regional Headquarters” management system.

> Establishing a world-leading globally optimized production system.

> Comprehensively reinforcing global sales capabilities.

> Building the foundations of an environmentally advanced corporation.

> Imparting a corporate culture, and cultivating human resources befitting of

a truly excellent global company.

Logo and Logo Usage 5

All ocular devices and those produced

by Lux have one similar element, light!

Without light a camera, copier or medical

imaging machines couldn’t work. The Lux

company name is a derivative of the latin

phrase “to capture light”. Please use only

the official Lux logo artwork that

accompanies these guidelines. It is

imperative that the logo appear clearly

and in the approved colors.

Please use only the official Lux logo

ar twork that accompanies these

guidelines. It is imperative that the logo

appear clearly and in the approved colors.

Logo Origin

LUXCapture the moment.

Logo and Logo Usage 6

A designated clearspace around the logo

will ensure visibility. As illustrated, the

minimum clearspace zone measures .50

from all directions of the logo. Use the

clearspace zone as a unit of measurement

to establish appropriate distance between

the logo and all graphic elements such as

type, photos, and any other imagery. Doing

this will ensure that the logo will retain a

consistent visual presence at all times.

Logo Clearspace

LUXCapture the moment.

.50

.50.50

.50

.50 .50

.50

.50

Logo and Logo Usage 7

The previous stated clearspace applies

to all divisional logo. Again as illustrated,

the minimum clearspace zone measures

.50 from all directions of the logo. Use

the clearspace zone as a unit of

measurement to establish appropriate

distance between the logo and all graphic

elements such as type, photos, and any

other imagery. Doing this will ensure that

the logo will retain a consistent visual

presence at all times.

Division Logo Clearspace

LUXO P T I C A L

LUXO F F I C E

LUXH E A LT H

.50

.50.50

.50

.50 .50

.50

.50

Logo and Logo Usage 8

There are two versions of the Lux logo:

the one that includes the tagline, and a

second versions that includes no tagline

or a divisional name. All versions with the

tagline can be sized down to a minimum

of 1”. The version without the tagline can

be sized down to a minimum size of 1”.

Minimum Size

LUXCapture the moment.

LUX LUXO P T I C A L

LUXO F F I C E

LUXH E A LT H

1in1in

1in 1in 1in

Logo and Logo Usage 9

The Lux logo may be only displayed in two

color. When accessible the Lux logo

should be displayed in Pantone 432C.

Logo may also be displayed in black or

85% gray. No other colors or variations

can occur.

Logo Color

LUX LUX LUX

PANTONE: 432 C

CMYK: 23, 2, 0, 77

RGB: 69, 85, 96

HEX: #455560

PANTONE: PMS 452

CMYK: 0, 0, 0, 85

RGB: 77, 77, 79

HEX: #AAAAAB

PANTONE: BLACK 6 2X

CMYK: 0, 0, 0, 100

RGB: 35, 31, 32

HEX: #000000

Rules of Usage 10

A: Don’t apply colored logo to a black

background. If you need to apply logo to

a dark colored background please use

white version.

B: Don’t rotate logo.

C: Don’t condense or shrink logo.

D: Don’t change logo color or add any

stroke.

Don’t

LUXCapture the moment.

LUX

LUX LUXO FFICE

A B

C D

Rules of Usage 11

A: Do use logo at a size above the

minimum size and at the correct color.

B: Do show logo in white version when

place on a dark background.

DO

A BLUX LUX

Rules of Usage 12

The Lux logo maybe added to photography

like shown in the examples. Depending

on the lightness or darkness of the image,

the lux logo can be used in white or

required pantone color.

A: Do use logo at a size above the

minimum size and at the correct color

B: Do show logo in white version when

place on a dark background.

Additive Imagery

LUX

LUX

A

B

System Typography 13

The Lux logo should be paired with the

typeface Akzidenz-Grotesk. When

possible please us Akzidenz-Grotesk

in all company correspondents and

promotional materials.

Typography ABC DEF G H I J K L M NOP Q RSTUV W X Y Z1234567890 , . !?

ABCDE FG HIJK LMNOPQ RS TUV W X Y Z1234567890 , . !?

ABCDEFGHIJKLMNOP QRSTUV W X YZ123 456789 0 , . ! ?

ABCDEFGHIJK LMNOP QRSTUV W X Y Z12345678 9 0 , . !?

Akzidenz-Grotesk- Regular

Akzidenz-Grotesk- Bold

Akzidenz-Grotesk- Medium

Akzidenz-Grotesk- Italic

Brand Identity Package 14

Stock Strathmore Writing

Bright White

25% Wove Cotton

24 lb.

Size 8.5 x 11 inches

Ink 4/0 (Process/0)

Type Akzidenz-Grotesk

9pt type, 12pt leading

Letterhead (Letter side): Print Specifications

1.25”

0.6229”0.3381”

1.0878”

0.9268”

Brand Identity Package 15

Stock Strathmore Writing

Bright White

25% Wove Cotton

24 lb.

Size 8.5 x 11 inches

Ink 4/0 (Process/0)

Bleeds 4 sides

Letterhead (Letter side): Print Specifications

Brand Identity Package 16

Stock Strathmore Text

Bright White

25% Wove Cotton

90 lb.

Size 3.5 x 2 inches

Ink 4/0 (Process/0)

Bleeds 2 sides

Type Company info: 6pt, 12pt leading

Personal name & title: 8pt,

15pt leading

Business Card:Print Specifications

0.94”

0.5486”

0.94”

0.5227”

1.1851” 1.1851”

0.5227”

0.224”

Brand Identity Package 17

Stock Strathmore Text

Bright White

25% Wove Cotton

24 lb.

Size 4.125 x 9.5 inches

Ink 4/0 (Process/0)

Bleeds 3 sides (just four flaps)

Type 9pt Small Caps, 17pt leading

#10 Envelope (converted):Print Specifications

0.6375” 2.9468”

0.6375”

1.5191”

1.1219”

Brand Identity Package 18

Stock Strathmore Text

Bright White

25% Wove Cotton

24 lb.

Size 4.125 x 9.5 inches

Ink 4/0 (Process/0)

Bleeds 3 sides for square flap

Type 9pt Small Caps, 15pt leading

#10 Envelope (converted):Print Specifications

0.2412”

2”

Touchpoints 19

Stationery Set

Touchpoints 20

Stationery Set

Touchpoints 21

Business Cards

Touchpoints 22

.

Office Materials

Touchpoints 23

Primary Page

Website

Touchpoints 24

Secondary Page

Website

Touchpoints 25

Triarary Page

Website

Touchpoints 26

Advertising

Touchpoints 27

Product Packaging

Touchpoints 28

Camera Body (recto view)

Touchpoints 29

Camera Body (verso view)

Touchpoints 30

Exterior Corporate Signage

Touchpoints 31

Interior Corporate Signage

Touchpoints 32

Freight

Credits 33

Anderson University

Professor Jane Dorn

The New School Identity Guidelines

Gallery Espresso Brand Identity Guidelines eBrochure

http://www.imaging-resource.com/PRODS/canon-6d/Z-canon-6d-back.jpg

http://graphicriver.net/item/stationery-branding-mockup

http://blog.archvision.com/2011/05/

http://www.erstegroupimmorent.com/en/References/Project_Development/Canon

http://cfmtrucking.com/page1.php

http://www.teds.com.au/canon-eos-6d-body

http://www.letsgodigital.org/en/28412/canon-eos-rebel-t3/

http://www.kenrockwell.com/canon/5d-mk-iii/specifications.htm

http://www.graphic-design.com/news/2009/EOS_500D_book.html

© 2013 Jacob W. Mahaffey